Excerpt
  The following is an excerpt from a chapter in the manual "How to Measure Your Communication Programs" by Angela D. Sinickas
  copyright 2005 Angela D. Sinickas. All rights reserved.   ISBN 0-9661757-1-9
 
  . Index  
    A B C D E F G H I J K L M N O P Q R S T U V W X Y Z  
   
A

Access to on-line tools
-
Impact on conducting surveys, 86
Acquisitions
, 18
Advertising, 10, 11, 16, 39, 75, 76, 90, 94, 100, 101, 102, 122, 152
Impact of recruitment ads, 152
- Impact on lead generation, 151
- Impact on market research results, 100
- On Web sites, 81
- Starch Test, 31
- Using Web tracking to direct ads, 81
Advertising Value Equivalency, 94
Analysis of results - See Survey analysis and Focus groups
Annual reports, 11
Anonymity of surveys, 315
Asymmetrical communication, 140
AT&T, 100
Attitude Survey, 7, 131
-
Correlations with ROI, 147
- Network analysis questions, 120
- Statistical correlations, 149
Audiotapes
-
Current or preferred source, 22
AWIC, 40

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B.

Behavior change
-
Due to media relations, 89
- Impact of media coverage, 100
- Importance to management as a measure of communication, 158
- Tracked against communication, 149, 150
- Tracked on customer surveys, 100
Behavior changes
-
Pilot test for on-line communication, 74
Benefits communication, 34
-
Focus group selection issues, 240
- Impact of improved timeliness, 73
- Media review, 46
- On-line research, 86
- Value of study groups, 234
Billing
-
Impact of horizontal communication breakdown, 154
Brand measurement, 11, 14, 19, 50
-
Demographic variations, 345
- Interviews as part of audit, 192
Branding
-
Opportunity for measurement, 168
Budget for measurement, 1, 5, 13, 24, 27, 41, 101, 134, 169, 172, 239, 308
-
Creative use of others' resources, 174, 268
- Impact of focus group decisions, 245
- Match request to company template, 173
- Proposals, 171
- Reducing consultant costs, 333
Bulletin boards
-
Current or preferred source, 21
Burson-Marsteller, 60
Bytes, 83

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C .

Call center measurement, 59, 63, 73
-
Representation in focus groups, 226
- Tracking employee questions, 139
Cascade of information, 103
-
Tool for assessing effectiveness, 128
- Tool to measure, 120
- Use for reporting results, 357
Cause and effect, 339
Census surveys, 305
Channels of communication
-
Pre-testing in a study group, 234
- Sample focus group questions, 207
Chat rooms, 131, 139
-
As a research tool, 7
- For best practice sharing, 74
- Used as a virtual focus group, 87
Cheat sheets of key survey results, 345
Clip measures, 89, 90, 91, 95, 102
-
Advertising value equivalency, 94
- Avoiding negative coverage, 97
- By circulation, 91
- By geography, 90
- By media outlet, 93
- By overall quality, 93
- By subject, 93
- By time period, 90
- Dominance, 92
- For competitors, 91
- Overall quality, 94
- Tone, 92
Codes embedded in communication to track actions, 151
Color, measuring impact, 41, 43
Communication audit, 4, 6, 218, 343, 361
-
Budget approval, 172
- Data base comparisons, 364
- Definitions, 160
- Getting buy-in, 168
- ICA audit instrument, 111, 118, 123
- Identifying a task force, 177
- Identifying supervisor communication gaps, 160
- Interpreting results, 338
- Involvement of management, 170
- Proposals, 171
- Qualitative questions to ask, 195
- Reporting results, 343
- Role of task force for defining parameters, 187
- Scheduling, 248
- Selection of a task force, 178
- Terminology, 173
- Use of HR resources, 174
- Use of interviews, 210
- Use of IT resources, 174
- Use of Marketing resources, 174
- When to conduct, 168
Communication Diary, 7, 104, 110, 112
-
Items to measure, 113
Communication planning, 2, 4, 17
-
Role of research, 163
Communication's connection to ROI, 147
Company goals, 12, 18
-
Align communication audit proposal, 172
Compensation communication, 19
-
Media review, 46
- Study groups to pretest, 235
Consultants
-
Proposals for an audit, 171
- Requesting bids for an audit, 175
- Use in high-risk situations, 222
- When to use for objectivity, 165
Content Analysis, 10, 66
-
Electronic channels, 70
- E-mails and voice mails, 66
- Of chat room discussions, 139
- Of feedback mechanisms, 133
- Of media clips, 90
- Of press releases, 95
- Usable for e-mail and voicemail, 61
Continental Airlines, 59
Cookies, 78, 81
Cost reduction
-
Opportunity for measurement, 168
Cows receiving mail, 60
Critical Incident Analysis, 7, 142, 143
Current information sources, 17, 20
Customer communication, 2, 3, 9, 10, 11, 15, 18, 24, 35, 46, 53, 75, 76, 93, 103, 110, 113, 136, 139, 151
-
Electronic, 69
- Feedback measurement, 139
- Focus group facilities, 248
- Getting credit for research, 241
- Impact of different approaches, 151
- Impact of Internet, 76
- Importance of focus groups before a survey, 232
- Interviewing executives, 209
- Measuring feedback, 131, 135
- Pilot test of two approaches, 150
- Random sampling, 305
- Research to retain, 173
- Scheduling research, 248
- Starch Test, 31
- Task force representative, 179
- Tracking against behaviors, 150
- Use of focus groups, 162
- Volume by quarter, 46
Customer complaints, 132, 133
Customer satisfaction surveys, 138, 314
Customers
-
As an employee information source, 21

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D . . .

D’Aprix, Roger, 150
Daley, McCroskey and Falcione, 118
Data base norms, 364
Decision-Making Analysis, 7, 155
-
Sample questions, 157
Delahaye Medialink, 100
Demographic analysis, 26, 27, 28, 121, 283, 311, 318, 321
-
Comparing respondents with survey recipients, 333, 336
- Comparison of survey respondents vs. recipients, 347
- Detailed breakdowns, 330
- Example, 330
- Focus group selection, 226
- For verbatim comments, 191
- Impact of changes over time, 336
- Impact of too many questions, 293
- Interpretation of small groups, 340
- Level of detail for reports, 356
- Recommended access to findings, 356
- Size of subgroups, 333
- Statistical significance of variations, 333, 345
- Survey data used to define focus groups, 235
- Survey reports, 306
- Task force use for developing list, 191, 260, 262
- Tracking returns, 313
- Verbatim comments, 346
Denison, Dr. Daniel R., 147, 148
Design, measuring impact, 32, 34, 41, 43
-
Readership Survey, 49
Direct mail, 39, 75, 101
-
Impact on lead generation, 151
- Test of two approaches, 150
- Tracking impact by Web visitors, 82
Distributing surveys, 308
Distribution Analysis, 7, 40, 52
-
Electronic channels, 70
- Email and voicemail lists, 61, 62
- Examples of bad distribution, 52, 53
- Informal approach, 53
- Not including survey in publication, 49
- Sample reporting approach, 54
- Sample survey questions, 54
Domains of Web site visitors, 78, 81
Downsizing
-
Impact on horizontal communication, 153

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E . . .

Efficiency measures
-
Volume of press releases, 91
E-mail
-
Current or preferred source, 22
- In-box analysis, 61
- Tracking volume, 66
Employee hotline, 135
Engagement surveys, 82, 143
-
Follow up with communication audit, 169
Entry pages on Web sites, 79
Errors in Web usage, 82
Ethical issues, 136
Ethics measurement, 19
Excel, 44, 77, 174
Executive interviews
-
Including questions in final report, 346
- Presenting results, 351
Executive summary, 346
Executive summary report, 344
Exit interviews, 131, 132, 137, 138
Exit pages on Web sites, 79
Extensions, 81

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F . . .

Face-to-face communication measures, 103
Feedback measures
-
Sample tracking sheet, 137
Flesch Reading Ease Formula, 47
Flesch, Rudolf, 47
Focus groups, 7
-
Advance preparation, 231
- Choosing a facilitator, 251
- Conducting after a survey, 238
- Conducting before a survey, 20, 236
- Definition, 233
- Difference from study groups, 234
- Facilitation, 247
- Facilitation tips, 252
- Findings not statistically meaningful, 234
- Homogenous make-up, 240
- Including questions in final report, 346
- Inviting participants, 241
- Length of sessions, 233
- Need for objective facilitation, 174
- On suggestion systems, 134
- Paying for participation, 240
- Physical arrangements, 248
- Presenting results, 351
- Probing for information, 255
- Questions to ask, 195
- Recording responses, 201
- Refreshments, 249
- Role in a communication audit, 161
- Sample invitation letters, 242
- Sample note-taking grid, 206
- Sample table for selection of groups, 227
- Scheduling, 248
- Selection process, 226, 238
- Setting expectations, 252
- Size of each group, 233
- Testing an electronic site, 70
- Using Starch Test, 32
- Using task force in selection process, 240
- When to use, 164
Forced-choice scale, 294

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G

Gap Analysis
-
Between current and preferred sources, 17
- Between ideal and actual content, 10
- Between ideal and actual intrinsic properties, 50
- Between interest and information levels, 17
GE, 149
Glass ceiling survey result misinterpretation, 340
Google, 81
Grade level testing - See Reading grade level
Grapevine - See Rumors
Graphics for reports, 361
Gunning-Meuller Fog Index, 47

 

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H . . .

Harvard University, 340
Headlines
-
Impact on readability, 42
Hewlett-Packard, 149
Hits, 77
Holtz, Shel, 77
Horizontal communication, 74, 283
-
Breakdowns in work flow, 153
- Sample survey questions, 146
Hosts - See Visitors to Web sites
HR, 12, 49, 60, 73, 130, 132, 133, 135, 136, 139, 182, 198, 268
-
Advantages in working with HR for survey administration, 314
- As an information source, 122
- Getting buy-in for an audit, 170
- Help with collecting employee surveys, 263
- Interviews as part of audit, 192
- Measuring content of call center questions, 139
- Outcomes HR tracks, 148
- Sample recommendations from survey, 354
- Task force representative, 179

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I . . .
 

IABC, 28, 31, 40, 41, 140
-
Gold Quill scoring, 44
- Research Foundation Excellence Study, 140
ICA, 111, 118, 119, 123
Impulse (market research firm), 86
In-Box Analysis, 61
-
Criteria to measure, 62
- Objective review, 61
- Sample scoring sheet, 65
- Self-evaluation, 62
- Using the results, 65
Incentives for surveys, 314
Information gaps
-
Between ideal and current environment, 210
- Between interest and information levels, 296
Interest levels, 17, 31
-
Scale on a survey, 296
International Communication Association - See ICA
Internet
-
Access  during work time, 74
- As an employee information source, 22
- Impact on generating sales, 76
Internet measures - See Web measures
Internet Service Providers, 78
Interviews, 7
-
Difference between research interviews and others, 211
- How to conduct them, 209
- Objectives for conducting, 212
- Practice and role-playing, 220
- Purpose of executive interviews, 210
- Questions to ask, 195
- Recording responses, 201
- Role in a communication audit, 161
- Sample invitation letter, 219
- Scheduling executives, 215
- Use of tape recording, 216
- When to use, 164
Intranet
-
Current or preferred source, 22
- Measuring access, 54
Intranet measures - See Web measures
ISP - See Internet Service Providers
IT
-
Interviews as part of audit, 192
- Task force representative, 179

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J

Johari window, 354

 

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K
 

Kirkpatrick, 118
Knowledge Test, 7, 10, 34, 36
-
Comparison with perceived information level, 35
- Electronic channels, 70
- Sample survey questions, 35
Kodak, 76
Kuala Lumpur, 82

 

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L . . .
 

Labor relations, 15, 145
-
Impact on changing communications, 169
- Implications for focus group selection, 240
- Issues in conducting focus groups, 226
- Low response rates, 308
- Preventing labor actions, 136
- Representative on audit task force, 180
Larkins, T.J. and Sandar, 31
Lawsuits, prevention through research, 136
Lead generation
-
Measuring impact of different channels, 151
Listservs, 87
Low-cost measures
-
Adding PR questions to existing surveys, 100
- Chat room monitoring, 139
- Content analysis, 10
- Creative ways to use others' resources, 174, 251
- Distribution analysis, informal, 53
- In-box analysis, 61
- Media review, 41
- Mini-surveys, 55
- Reading grade level, 40
- Way to start an audit, 170

 

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M . . .
 

Management support for measurement, 4, 5, 18, 167
-
Choosing the right time, 172
- Getting buy-in during executive interviews, 212
- Sequence for getting buy-in, 170
- Sharing appropriate numbers with the right people, 345
Market research
-
Adding PR questions, 100
- Semantic differential, 50
Marketing, 2, 16, 60, 70, 75, 76, 81, 86, 108
-
Face-to-face communication, 104
- Getting buy-in for an audit, 170
- Help with survey design, 268
- Interviews as part of audit, 192
- Research when merging companies, 169
- Tracking Web usage as a measure of penetration, 82
- Using Web measures to track campaigns, 77
- Using Web tracking to direct marketing, 81, 82
Mass media
-
As an employee information source, 22
Mean scores, 325
-
Significance of decimal points, 330
Media Analysis
-
Electronic channels, 70
Media relations measures, 89, 90, 95, 96, 98, 99, 100, 101, 102
-
Avoiding negative coverage, 97
- Impact on audience behavior, 100
- Sample survey questions, 301
Media Review, 40
-
Sample scoring sheet, 45
Median scores, 327
Meeting planning
-
Impact of Web site, 76
Mergers
-
Impact on horizontal communication, 153
- Opportunity for measurement, 169
Message Diffusion, 7, 120, 128, 129, 267, 348
-
Reporting results, 355
- Survey design, 267
- When to administer, 267
Meta-tagging Web site content, 81
Methodology section of a report, 346, 347
Mills, Kristain, 150
Minisurveys, 55

- Sample survey questions, 56
Mission, vision, values measurement, 12, 113, 299
Mode scores, 327

 

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N
 

Net favorable summaries, 319
Network Analysis, 7, 104, 118, 119, 120, 121, 126, 128, 199, 305, 348
-
Actions to take based on results, 121
- Macro level, 120
- Micro level, 123
- Reporting results, 355
- Sample note-taking grid, 203
- Sample questions, 202
- Sample report page, 127
Neutral point on surveys, 293
No opinion option on surveys, 293
Not applicable option on surveys, 294
Note-taking tips for focus groups, 250
Novik, Robert, 86

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O . . .
 

On-line publications
-
Preference compared to print, 72
On-line surveys
-
Suppressing questions, 277
Open-ended questions for qualitative research, 196
Operational communication, 153
Opinion leaders
-
Use in research, 239
Opinion survey - See Attitude survey
Optical scanning of surveys, 289
Orientation program
-
Using focus groups to assess, 239
Outcomes
-
Best practice sharing, 74
- Impact of putting forms on-line, 73
- Improving timeliness, 72
- Increasing sales, 75
- Measuring electronic channels, 71
- Productivity improvement, 73
- Reducing cost, 71

 

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P . . .
 

Page views, 79
Pathways of Web visits, 79
Pattern Analysis, 7, 10, 17, 18, 23, 24, 26, 27, 348
-
Adding questions to attitude survey, 144
- Comparison with knowledge testing, 35
- Comparison with value of channels, 55
- Data base comparisons not meaningful for current and preferred sources, 364
- Electronic channels, 70
- More actionable than climate questions, 144
- Organizing report findings, 349
- Reporting findings, 349
- Reporting results by target audience, 355
- Role of face-to-face communication, 104
- Sample report pages, 26
- Scale orientation on a survey, 296
- Template for survey, 25
- Use of section headings on surveys, 298
- Use of task force for development, 261
- Using the results, 27
Paychecks
-
Issues in distributing surveys with paychecks, 314
Payne, Katharine, 77
Peak times of Web usage, 82
Phone research, 7, 73, 75
-
Of reporters, 98
Portals - See Intranet
PowerPoint, 77, 104
-
Survey reports, 344
PR, 75
-
Impact on market research results, 100
- Tracking lead generation, 152
Preferred sources of information, 17, 20
-
Print vs. online publications, 72
Press releases, 11, 39, 76, 89, 91, 95, 101
-
Accuracy of coverage, 95
- Content analysis, 95
- For communicating audit results, 191
- Impact on lead generation, 151
- Pre-testing, 164
Productivity, 18
-
Electronic channels, 70
- Impact of electronic communication, 73
- Supervisor communication impact, 149
PRSA, 40
Publications, 5, 9, 10, 11, 13, 21, 22, 31, 39, 40, 41, 43, 52, 122
-
Corporate and local measures, 300
- Cost of print vs. on-line, 72
- Design impact on readability, 34
- Identifying them on a survey, 236
- Measuring ideal frequency, 268
- Media review, 42
- Preference for print or on-line, 71
- Readership Survey, 49
- Sample report of mini-survey, 56
Purposive selection
-
For focus groups, 239

 

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Q
 

Qualitative research
-
On-line, 87
Quality, 18
-
Impact of horizontal communication, 153
Questionnaire - See Surveys
Questionnaires, 7
-
Role in a communication audit, 162
- Tips for success, 162
- Used during focus groups, 235
- When to use, 165

 

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R . . .
 

Random sampling, 305, 308, 333
Random selection
-
For focus groups, 238
Rank order survey results, 323
Readership Survey, 7, 34, 40, 41, 49, 51, 52, 53
-
Adding questions to attitude survey, 144
- Administration, 49
- Electronic channels, 70
- Shortcomings, 160
- Typical questions, 49
Reading grade level, 40, 42
-
Electronic channels, 70
- Flesch Reading Ease Formula, 47
- Gunning-Meuller Fog Index, 47
- Microsoft Word feature to measure, 47
- Of consumer publications, 46
Reality check, 331
Reasons to measure, 3
Recall of messages, 32
Recommendations, 351
-
Brainstorm with task force, 369
- Organize by group able to take action, 353
- Organize by priority, 352
- Section of a report, 346
Re-engineering
-
Impact on horizontal communication, 153
- Opportunity for measurement, 168
Referrer sites, 81
Regression analysis, 149
Report page samples
-
Accuracy of news coverage, 96
- Avoiding negative media coverage, 97
- Clippings from news coverage, 92, 93
- Content analysis, 13, 14
- Current/preferred source gaps, 26
- Focus group variations, 360
- Information gaps, 26, 361
- Network analysis, 127
- Summary of one-on-one interviews, 361
- Survey of reporters, 99
- Survey on intranet usefulness, 84
- Survey on Web site usefulness, 84
- Web site usage, 78, 79, 82
Reporters, 83, 90, 98, 99
-
Length of survey, 190
- Surveying reporters, 98
- Use of focus groups, 162
Reporting research results
-
Interim qualitative findings, 221
Reporting results, 343
-
Data base comparisons, 364
- Executive summary, 344
- Interim findings, 344
- Level of accuracy, 359
- Organizing principles, 358
- Sections of a report, 346
- Selecting the best medium, 357
- Tips for success, 163
- To research participants, 344
- Types of reports, 344
- Using graphics, 361
Reporting results of focus groups and interviews, 351
Reporting Web usage, 77
Representative responses for surveys, 308
Research methods
-
Selection, 164
Response rate from surveys, 308, 314
-
Vatiations by demographic category, 337
Restructuring
-
Impact on horizontal communication, 153
Retention
-
Supervisor communication impact, 149
ROI, 101
-
For converting print to on-line, 72
- Impact of communication around decision-making, 148
- Impact of sharing best practices, 74
- Impact of Web page on sales, 76
- Internet access vs. improved sales, 74
- Of different communication media in a campaign, 75
- Of improved productivity from on-line communication, 74
- Of media coverage, 100
Rounding numbers, 329
Rumors, 21, 23, 29, 119, 120, 122
-
Feedback programs to avoid rumors, 136

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S . . .
 

Safety, 18
Measuring communication's impact, 148
Sales
-
Tracking communication against, 151
Sales communication, 114
-
Impact of Internet access, 74
Salt Lake City Chamber of Commerce, 76
Satisfaction with communication, 144
Savings plan
-
Impact of communication on enrollment, 150
Scott, McCroskey and Sheahan, 118
Search words, 81
Section headings on surveys, 298
Semantic differential, 40, 50, 51, 52, 118
Senior leadership communication, 103
-
Communication diary, 110
- Current or preferred source, 21
Share of ink, 92
Share of voice, 92
Singapore, 82
Skip-level meetings
-
As feedback measures, 135
Speech measures, 82, 103
Speeches, 11
Spokesperson effectiveness, 95
Sponsorship measures, 81
Staff meeting measures, 114
-
Actions to take based on results, 117
- Measuring access, 276
- Measuring value, 276
- Sample evaluation sheet, 117
- Sample interview question, 213
- Sample survey question, 276
Staff meetings
, 29, 53, 106, 107, 114, 309
-
Current or preferred source, 21
Starch Test, 7, 10, 31, 32, 34, 55
-
Advantages over Readership Survey, 50
- Template for survey, 33
Starch, Daniel, 31
Starter Kits from Sinickas Communications, 80
Statistical analysis
-
Reality check, 331
Statistical significance, 329, 331
Statistics
-
Selecting the right size sample, 306
Stickiness of Web sites, 84
Stories
-
AT&T impact of ads and PR, 100
- Danger of presenting perceptions as reality, 340
- Design impact on readability, 34
- Developing list of communication skills, 107
- Diagnosing true problem with supervisor communication, 160
- Executives who should not communicate, 114
- Fear of chandelier microphone in focus groups, 248
- Focus groups identify terminology variations before a survey, 236
- Hazards of distributing surveys with paychecks, 314
--Headline impact on readability, 34
--Horizontal communication breakdown leading to delayed billing, 154
- Illogical presentation of survey results, 358
- Impact of measuring supervisor skills, 109
- Impact of not weighting survey results, 336
- Impact of restructuring on communication, 157
- Labor relations inconsistencies, 15
- Making use of a grapevine, 122
- Media review of benefits/comp materials, 46
- Memo mania contest, 67
- Misapplying survey results to a broad audience, 340
- Miscommunication in ambulance company, 123
- Newspaper company quality, 15
- Open enrollment materials design, 34
- Opportunities to be strategic are all around, 169
- Plant managers' volume of information, 67
- Pretesting knowledge on profit before a campaign, 36
- Redesigning Web site to measure usage more accurately, 80
- Study group on perceptions of compensation changes, 235
- Survey not asking the right questions, 232
- Survey of reporters, 99
- Total compensation content, 15
- Tracking distribution of paper surveys, 303
- Tracking impact of direct mail for a speech, 82
- Using survey headlines to reinforce mission and values, 299
- Volume of customer communications, 46
- Web site's impact on reducing cost of sales, 76
- Weekly newsletter mini-survey, 55
- Why content owners should not be in focus groups, 256
Stratified random selection
-
For focus groups, 239
Study groups
-
Difference from focus groups, 234
- Physical arrangements, 249
- Used for brainstorming solutions to survey findings, 235
- Used for pretesting changes, 234
Suggestion systems, 131, 132
-
Measurement of effectiveness, 133
- Using focus groups to assess, 239
Supervisor communication
-
Briefing sheets, 104
- Current or preferred source, 21
- Impact on retention and productivity, 149
- Measuring skills, 7
- Not always the preferred source, 28
- Performance goals, 130
- Sample survey question, 269
- Skills assessment, 104, 105, 237
- Survey design, 267
- Training on skills, 104
Suppliers
-
As an employee information source, 21
Survey administration, 303, 317
-
Communication, 313
- Confidentiality, 315
- Distributing surveys, 308
- Incentives, 314
- Monitoring returns, 313
- On-line considerations, 85
- Pros and cons of different approaches, 309
- Random sampling, 305
- Reminders, 313
- Response rates, 314
- Timing, 307
- Using voice response system, 85
- Whom to survey, 304
Survey analysis
-
Cumulative numbers, 320
- Impact on percentages of non-response, 328
- Mean scores, 325
- Median scores, 327
- Mode scores, 327
- Net favorable numbers, 319
- Parallel trends vs. cause and effect, 339
- Percentage increases, 339
- Percentages of the right numbers, 328
- Perceptions are not reality, 340
- Projecting findings to a larger group, 339
- Rank ordering results, 323
- Rounding of numbers, 329
- Statistical significance, 331
- Use of focus groups, 238
- Weighting survey results, 306, 333, 334, 336
Survey design tips
-
Actionable questions, 269
- Attitude questions, 144
- Clarify definitions, 271
- Communication diary, 112
- Current and preferred source section, 299
- Current and preferred sources, 23
- Distribution and overall value of channels, 53
- Interest and information levels, 23
- Listing current and preferred sources, 20
- Media relations questions, 301
- Message diffusion, 129
- Network analysis, macro level, 121
- Network analysis, micro level, 125
- No opinion option, 293
- One question per question, 270
- Organizing response options, 295
- Provide clear instructions, 278
- Scale orientation, 295
- Screening responses, 275
- Section headings, 298
- Staff meeting effectiveness, 117
- Starch Test template, 33
- Supervisor skills, absolute evaluation, 106
- Supervisor skills, relative evaluation, 106
- Supervisor skills, self-evaluation, 107
- Tracking sources of leads, 152
- Use middle-ground phrasing, 273
- Use simple phrasing, 277
- Ways to shorten length, 299
Survey format
-
Use of task force for developing, 262
Survey reports
-
Excecutive summary, 346
- Organizing principles, 350
- Recommendations, 346, 351
- Target to audiences, 355
Surveys - See Questionnaires
-
Breaking questions into several surveys, 267
- Conducting after focus groups, 236
- Conducting before focus groups, 238
- Constructing questions, 265
- Content based on qualitative research, 267
- Examples of badly written questions, 269
- Forced choice responses, 294
- Formatting, 281
- Formatting pros and cons, 291
- No opinion option, 293
- Not applicable option, 294
- Of reporters, 98
- On-line pull-down menus, 287
- On-line survey considerations, 282
- Optically scannable answer sheets, 289
- Paper survey considerations, 282, 283
- Pre-testing questions, 272, 278
- Response options, 284
- Tips for success, 162
- Topics to include, 266
- When to use, 165
- Write-in questions, 290
Symmetrical communication, 140

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T . . .
 

Tape-recording
-
Employee focus groups, 250
- External focus groups, 251
- Interviews and focus groups, 216
Task force
-
Agenda for final meeting, 367
- Agenda for first meeting, 187
- Agenda for second meeting, 223
- Agenda for third meeting, 259
- Brainstorming of recommendations, 369
- Letters of invitation, 183, 184
- Meeting site, 185
- Role in planning a communication audit, 161
- Selection process, 177
- Table to help select members, 182
- Use in focus group selection, 240
Teleconferences, 103
Towers Perrin, 28, 31
Turnover
-
Supervisor communication impact, 149
Two-way communication, 140
Two-way mirrors, 249

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U


Union issues, 22 - See Labor relations
Unique visitors - See Visitors to Web sites
University of Illinois, 60
University of Michigan, 147
Unsolicited feedback, 138
Upward communication, 132

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V . . .
 

Value of communication channels
-
Reporting findings, 55
- Sample survey question, 54
Videoconferences, 103
Videos
-
Current or preferred source, 22
- Example of bad distribution, 53
- Semantic differential, 52
- Starch Test for message recall, 32
- Viewership survey, 50
Visit length on Web sites, 79
Visitors to Web pages, 78
Visits to Web pages, 78
Voice mail
-
Current or preferred source, 22
- Examples of inappropriate use, 59
- In-box analysis, 62
Voice response survey, 85

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W . . .
 

Web measures
-
Bytes, 83
- Domains, 81
- Entry pages, 80
- Errors in links, 82
- Exit pages, 80
- Extensions on domain names, 82
- Hits, 77
- Page views, 79, 80
- Pathways, 80
- Referrer sites, 81
- Search words, 81
- Using electronic sites as measurement tools, 85
- Visit length, 79
- Visits and visitors, 78
Web Trends, 77
Web usage software
-
Inaccuracies, 76
Weighting survey results, 306, 333, 334, 336
Whitworth, Brad, 149
World Wide Web - See Internet
Write-in questions, 290
Write-in responses
-
Reporting responses, 346
Writing, measuring impact, 42
www.delahaymedialink.com, 100
www.sinicom.com, 80
www.vault.com, 139

 

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X, Y, Z

 

Xerox, 150

 

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  Table of Contents     (To PREVIEW excerpts CLICK underlined text below.)  
     
  1. Communicate with a Measurement Mindset
    - How Effective are Your Own Communications?
    - Why Bother Measuring Communications?
    - How to Use the Manual
2. Section I: Measurement Tools a la Carte
    - A Beginner's Measurement Toolbox
    - Administering Various Tool
3. Measuring Messages
    - Content Analysis
    - News Release Content Analysis
    - Communication Pattern Analysis
    - Adapted Starch Test
    - Knowledge Testing
4. Measuring Publications and Audiovisuals
    - Objective Media Review
    - Reading Level Test
    - Readership/Viewership Surveys
    - The Semantic Differential
    - Distribution Analysis
    - Minisurveys
5. Measuring Memos, E-Mail and Phone Mail
    - "In-Box" Analysis
    - Content Analysis
    - "Memo Mania" Tracking
6. Measuring Intranets and Web Sites
    - Measuring Outcomes Against Objectives
    - Measuring Web and Intranet Usage
    - Conducting Research with Your Website Users
    - Using Intranets and Web Sites as Measurement Tools
7. Measuring Media Relations
    - Typical Analysis of Clips
    - Advertising Value Equivalency (AVE)
    - News Release Content Analysis
    - Track Avoidance of Negative Coverage
    - Surveying Reporters
    - Adding Questions to Existing Market Research Studies
    - Tracking Behavior Changes Against Media Coverage
8. Measuring Face-to-Face Communication
    - Analysis of Supervisor Communication Skills
    - Communication Diary
    - Analysis of Meeting Effectiveness
    - Network Analysis
    - Message Diffusion Tracking
9. Measuring Feedback Systems
    - Official Feedback Programs
    - Measuring Unsolicited Feedback
10. Measuring Communication Climate
    - Critical Incident Analysis
    - Communication Climate (Attitude) Analysis

11. Measuring Behaviors and Outcomes
    - Looking at Existing Data in New Ways
    - Tracking Behaviors
    - Identifying Sources of New Customers/Employees
    - Operational Communication Analysis
    - Decision-Making Communication Analysis

12. Section II: How to Conduct a Communication Audit
    - Beyond the Beginner's Toolbox
    - In This Section
    - Choosing the Right Research Methods

13. Getting Buy-in for the Audit
    - Doors and Windows of Opportunity
    - Shopping for Buy-in
    - Preparing Your Proposal

14. Working with Your Task Force
    - How Large a Task Force
    - Selection Criteria
    - Meeting Site Selection
    - Tools and Materials

15. First Task Force Meeting
    - Agenda for the first Task Force Meeting
    - Meeting Leader's Help Sheet

16. Developing Questions for Interviews and Focus Groups
    - Developing Your Own Unique Questions
    - A Starter List of Questions

17. Recording Responses from Interviews and Focus Groups
    - Inter-Departmental Information Flow
    - Effectiveness of Communication Media

18. How to Conduct Executive Interviews
    - The Purpose of Executive Interviews
    - Fulfilling Your Personal Objectives
    - Similarities to Journalistic Interviews
    - Differences from Journalistic Interviews
    - Announcing the Interview
    - Practicing Your Interview Technique
    - Conducting the Interview

19. Second Task Force Meeting
    - Agenda for the Second Task Force Meeting
    - Meeting Leader's Help Sheet

20. Preparing to Conduct Focus Groups
    - What Constitutes a Focus Group
    - Focus Groups vs. Study Groups
    - How Focus Groups Relate to Study Groups
    - How to Select Focus Group Members
    - How to Invite Focus Group Participants

21. Facilitating Focus Groups
    - Scheduling Focus Groups
    - Location and Room Arrangements
    - Note-Taking vs. Recording
    - Choosing a Facilitator
    - Tips for Facilitating the Sessions

22. Third Task Force Meeting
    - Agenda for the Third Task Force Meeting
    - Meeting Leader's Help Sheet

23. Constructing Survey Form Questions
    - Determining Topics to Include on the Survey
    - Phrasing Questions for Clarity and Impact

24. Developing the Format of Your Survey Form
    - Designing the Survey's Overall Effect
    - How to Record Answers
    - How to Structure Responses
    - How to Organize Responses

25. Administering Survey Forms
    - Who Should Be Surveyed
    - When to Conduct Surveys
    - How to Distribute Questionnaires
    - How to Collect Questionnaires
    - Administering Your Survey

26. Analyzing Your Results
    - Organizing Your Overall Results
    - Detailed Analysis

27. Reporting Your Results
    - Types of Reports
    - Sections of a Report
    - Some Guiding Principles

28. Final Task Force Meeting
    - Agenda for the Final Task Force Meeting
    - Meeting Leader's Help Sheet

29. Index
 
 
 

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